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How It Works — Give ’em What They Want

The “Pedia Credibility Algo­rithm” (PCA) works on the sim­ple con­cept of pro­vid­ing both con­sumers and mar­keters with things they want instead of try­ing to pro­vide them with things they don’t want, which results in an increase in mar­keter credibility with consumers.

Mar­keters pro­vide indi­vid­ual “Pedia” plat­forms of their com­pa­nies, con­tain­ing truth­ful infor­ma­tion includ­ing his­tory, prod­ucts, ser­vices, mar­ket­ing, and adver­tis­ing to pro­vide con­sumers with “every­thing they want to know about every­thing they want to buy” — in a sin­gle loca­tion using the suf­fix “pedia” or the name “ency­clo­pe­dia.”

Con­sumers will always want(and need) high-value infor­ma­tion about the prod­ucts and ser­vices they buy, and con­sumers always want the most truth­ful high-value infor­ma­tion they can get, when they want it, at their “point-of-need” (PON).

The PCA is a sim­ple bar­gain where con­sumers get what they want — truth­ful infor­ma­tion and mar­keters get what they have always wanted — a direct con­nec­tion to con­sumers inten­tion­ally engag­ing with mar­keters’ information. 

In the past, point-of-inter­rup­tion (POI) adver­tis­ing was the main source for con­sumers to get infor­ma­tion on the stuff they buy. How­ever, with the explo­sion of media chan­nels and the arrival of the Inter­net, con­sumers have been over­whelmed by POI adver­tis­ing. Con­sumers are pay­ing less and less atten­tion to adver­tis­ing and have lit­tle patience for being inter­rupted by ads and com­mer­cials they don’t want (and now, eas­ily block).

The evo­lu­tion of tech­nol­ogy is now being tur­bocharged with AI, cre­at­ing more and more “insul­ta­tion” between con­sumers and mar­keters. Wher­ever con­sumers find infor­ma­tion about the prod­ucts and ser­vices they buy — mar­keters must, more than ever, be the source of that information.

The Pedia plat­form enables mar­keters to offer the largest, most trust­wor­thy source of PON con­sumer infor­ma­tion by cre­at­ing ency­clo­pe­dias about their com­pa­nies, prod­ucts, ser­vices, and mar­ket­ing pro­vided by a per­ceived inde­pen­dent third-party, higher author­ity that con­sumers believe and remember.

The  Pedia plat­form pro­vides con­sumers with the con­ve­nience of a sin­gle, easy-to-remem­ber loca­tion that con­sumers trust and with truth­ful infor­ma­tion deliv­ered at the con­sumer’s PON instead of more ads at the con­sumer’s POI. Con­sumers pay more atten­tion to the infor­ma­tion they seek (inten­tion-based) vs. any inter­rup­tion-based infor­ma­tion (ads).

Given the impor­tance of truth­ful high-value infor­ma­tion in the con­sumer deci­sion-mak­ing process — mar­keters share an exis­ten­tial self-inter­est in cre­at­ing truth­ful, trans­par­ent, and pri­vate inde­pen­dent third-party con­sumer infor­ma­tion that con­sumers seek and don’t block. Par­tic­u­larly since this also increases the ROI of all other mar­ket­ing and adver­tis­ing by the marketer.

Truth-based Ser­vice — Step-by-Step

  • Mar­keters cre­ate indi­vid­ual com­pre­hen­sive inde­pen­dent third-party Pedia plat­forms con­tain­ing guar­an­teed truth­ful infor­ma­tion about mar­keter’s prod­ucts, ser­vices, and com­pa­nies to be deliv­ered at the con­sumer’s PON.
  • The Pedia plat­form is rad­i­cally truth­ful, trans­par­ent, and rad­i­cally con­sumer ser­vice-ori­ented — with pub­lished, con­sumer-engage­ment stan­dards.
  • All infor­ma­tion pro­vided by mar­keters is sub­ject to con­sumer enforce­ment-engage­ment where “any­one, any­where, any­time may object to any­thing” (A4) stated by a mar­keter on the plat­form, at which point that mar­keter must “sub­stan­ti­ate, mod­ify, or pull” (SMP) that information. 
  • The Pedia plat­form brand pro­vides the most organic, pow­er­ful, and proven inde­pen­dent third-party credibility per­cep­tion of all infor­ma­tion plat­form brands.
  • Truth and Credibility are the only ways to make every­thing a mar­keter has ever done or will do — work better.

The Pedi­aNet­work®

  • Mar­keter con­nect their indi­vid­ual Pedia plat­forms to the Pedi­aNet­work® Plat­form to be aggre­gated into a sin­gle mega-resource offer­ing con­sumers the con­ve­nience of an inde­pen­dent third-party Pedi­aNet­work® that con­sumers believe and eas­ily remember.
  • The Pedi­aNet­work® fur­ther ampli­fies mar­keter’s credibility, mul­ti­plies mar­ket­ing “voice”, and unlocks increased returns from all past mar­ket­ing and adver­tis­ing efforts.
  • Mar­keters have every­thing to gain and noth­ing to lose by cre­at­ing the largest and most truth­ful PON con­sumer infor­ma­tion net­work on the Internet.
  • It is in mar­keters’ exis­ten­tial self-inter­est to cre­ate the largest most pow­er­ful Pedi­aNet­work® con­trolled by con­sumers and mar­keters together to address the grow­ing AI-dri­ven per­sonal assis­tants that choose for con­sumers and cut mar­keters out of the process.
  • Wher­ever fea­si­ble, processes on the Pedi­aNet­work® Plat­form will uti­lize proven ML/RAI and other tech­nolo­gies like “smart con­tracts on a light­weight blockchain” to reduce bias, increase effi­ciency, and ensure security.

  • The most pow­er­ful mar­ket­ing is high-value infor­ma­tion deliv­ered at the con­sumer’s point-of-need.

    The Atlantic, June 13, 2014 - “Think about how much you can learn about prod­ucts today before see­ing an ad. Com­ments, user reviews, friends’ opin­ions, price-com­par­i­son tools: These things aren’t adver­tis­ing (although they’re just as ubiq­ui­tous). In fact, they’re much more pow­er­ful than adver­tis­ing because we con­sider them infor­ma­tion rather than mar­ket­ing. The dif­fer­ence is enor­mous: We seek infor­ma­tion, so we’re more likely to trust it; mar­ket­ing seeks us, so we’re more likely to dis­trust it.

  • “Ency­clo­pe­dia” is the most pow­er­ful and proven con­sumer infor­ma­tion brand to organ­i­cally gen­er­ate the per­cep­tion of “inde­pen­dent third-party, higher author­ity credibility” in con­sumers’ minds, e.g. Wikipedia, Investo­pe­dia, Soft­pe­dia, energy-pedia, Future­pe­dia, Sumo­pe­dia, Webo­pe­dia and over 60,000 ency­clo­pe­dias at Ama­zon.

    Obvi­ously own­ers of the var­i­ous “pedias” were inten­tion­ally using the credibility asso­ci­ated with an “ency­clo­pe­dia.” And the over­whelm­ing num­bers of “ency­clo­pe­dias” tes­tify to the suc­cess of the “pedia” brand in ful­fill­ing the expec­ta­tions of both the own­ers and their cus­tomers. How­ever most do not give much thought to the “why it works” and the rela­tion to “behav­ioral cog­ni­tive heuris­tics and biases.”

    In gen­er­at­ing the “inde­pen­dent third-party, higher author­ity” per­cep­tion in con­sumers’ minds, the “pedia” infor­ma­tion brand trig­gers 4 behav­ioral cog­ni­tive heuris­tics and biases that work together — the “rep­re­sen­ta­tive­ness heuris­tic,” the “avail­abil­ity heuris­tic,” the “fram­ing bias” and the “con­fir­ma­tion bias.”

    The “rep­re­sen­ta­tive­ness heuris­tic” is the “looks like a duck, walks like a duck, flies like a duck — so it must be a duck,” the “avail­abil­ity heuris­tic” is “I’ve seen ducks at the park,” the “fram­ing bias” is “It says it’s a duck,” and then the “con­fir­ma­tion bias” kicks in with “I knew it was a duck all along.” (“pedia” is the “duck”)

    Indi­vid­u­ally these cog­ni­tive heuris­tics and biases are per­sua­sive — but together they are extremely pow­er­ful and very dif­fi­cult to over­come, because they are all exam­ples of “Sys­tem 1” vs “Sys­tem 2” thinking.